Go Addressable Releases New Research Demonstrating the Importance of Addressable TV Advertising Among Adults 18-34 Amid Signal Loss
15 Agosto 2024 - 7:00AM
Business Wire
AMC Networks, an industry leader in the
deployment of addressable advertising, joins Go Addressable to
further the education and adoption of addressable advertising
across the industry
Today, Go Addressable, a trade organization dedicated to
furthering the growth of addressable TV, announced new research
that highlights the value of addressable TV advertising, or the
ability to serve targeted ads to specific households or users based
on deterministic identifiers, amid signal loss and evolving
viewership habits.
Advertisers today can at times face difficulties reaching
audiences as viewership fragments across devices and platforms.
While time spent with streaming has grown, a new analysis from Go
Addressable and MRI-Simmons found that 80% of adults 18-34 watch
both linear and streaming TV. This data further highlights the
importance of using addressable TV as a tool to reach an extremely
valuable audience in multiscreen environments.
“While we know TV consumption is changing, this research shows
how adults 18-34 are still viewing linear TV as well as streaming.
Advertisers need to be able to easily find viewers across all forms
of TV, in one buy where it can be managed holistically,” said Molly
Finnerty, Chief Investment Officer, Zenith. “There have been many
significant advancements in addressable TV and today, it is a
scalable tool that utilizes reliable data to power precise
targeting and audience-based buying strategies. We continue to
educate our advertiser clients that addressable TV is a valuable
solution that is available to help them effectively reach audiences
in premium environments.”
In addition to challenges caused by fragmentation, advertisers
are also searching for solutions to address identity. New research
on identity, in partnership with Advertiser Perceptions, found that
65%, or two-thirds, of advertisers agreed they would be more likely
to consider addressable TV as a key component of their media mix to
overcome ongoing cookie deprecation. With identity becoming more
important for advertising due to the loss in data quality, it was
also found that half of advertisers have used a data service to
provide identified first-party audiences in the past year.
“Google’s recent announcement to no longer deprecate the cookie
has caused quite a stir across the industry, however the loss of
cookies and identifiers was a major topic in conversations at this
year's Cannes Lions and is still a critical concern for
advertisers. While third-party cookies remain in Google for now,
many are looking for alternatives, including investing in tools or
partners to better leverage their own first-party and zero-party
data,” said Larry Allen, Board Chair, Go Addressable and VP &
GM, Data and Addressable Enablement, Comcast Advertising.
“Addressable TV is a powerful medium that offers data and tech to
enable advertisers to serve relevant TV ads to authenticated
audiences across U.S. households, which offers more cost-effective
reach and frequency, while respecting consumers’ privacy options.
With addressable, advertisers can more confidently know they are
reaching valuable audiences in brand safe, premium environments
across linear and streaming.”
As addressable TV advertising becomes more widely adopted, Go
Addressable has expanded its list of member companies with the
recent addition of AMC Networks, which joined in April of this
year. The addition of AMC along with Paramount in 2023 increased
the number of content and programming distributor members, further
showcasing the importance of the medium and the work that the
organization is doing to educate the industry.
“We’ve been leaders in the addressable space for many years, and
today offer fully addressable spots in every hour of programming
across all of our linear networks. We understand the value that
this advanced and privacy compliant targeting offers advertisers
looking to reach valuable audiences wherever they are watching TV,
especially as viewing habits become more fragmented,” said Marisa
Simon, SVP, Linear & Addressable Operations, AMC Networks. “We
have seen how Go Addressable’s work has furthered industry
education and enabled advertisers to adopt addressable TV
advertising and implement it as part of their media strategies more
easily. We’re excited to officially be part of this organization
and to help bring about a more addressable TV landscape.”
To learn more about Go Addressable, visit here.
About Go Addressable Go Addressable is a trade
organization led by TV distribution companies (AMC Networks,
Charter Communications’ Spectrum Reach®, Comcast Advertising,
DIRECTV Advertising, DISH Media, Optimum Media, and Paramount) to
help maximize the scale, impact and value of TV as a marketing
platform. The group’s mission is to further accelerate the
advancement of addressable TV advertising in a way that is trusted,
scalable and effective for both advertisers and programmers looking
to make their inventory addressable. Go Addressable will achieve
this through advocacy and education within the industry;
problem-solving and action around industry challenges; and by
working to facilitate the use of addressable advertising campaigns
for buyers and sellers of TV inventory. For more information on how
to participate, please visit goaddressable.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240815012130/en/
Media Meredith Fitzgerald meredith_fitzgerald@comcast.com
215-970-8504
Comcast (NASDAQ:CMCSA)
Gráfica de Acción Histórica
De Jul 2024 a Ago 2024
Comcast (NASDAQ:CMCSA)
Gráfica de Acción Histórica
De Ago 2023 a Ago 2024